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smell the scene

4DX is the next level in cinema – 3D + technology that brings viewers more into movie scenes than ever before. We checked out Transformers: Age of Extinction last week at Regal Cinemas in Los Angeles. It’s the first US theater to feature the new cinema technology already very popular in Asia with theaters across Europe, and in Israel and Brazil.

When you walk in, the theater looks normal until you sit down. It’s even more important to get there early so you and your friends can sit in the same row. Seats resemble a roller coaster ride with drink holders and a small illuminated sign that reads, ‘water on.’ I started to get excited.

As far as the senses, touch is the most aggressively stimulated. The seats have the ability to whip and rotate, vibrate and punch, which enhances the chase and fight scenes. It’s something in between a roller coaster and a turbo-charged massage chair. Fog, rain, and puffs of air intensify fear of bullets whizzing and other creepy crawly things on screen.

The weak spot of the 4DX experience is the olfactory stimulation. What didn’t help was the excessive odor of Cool Wateron the guy sitting next to me.

Still, there were two distinct and strong aromas: explosion scent – a mixture of melted metal, gasoline, and smoke; dusty plains – an excellent replica of dry dirt road. Perhaps the movie itself didn’t inspire much in the minds of the olfactive creative team.

All in all, this technology made an otherwise terrible movie a fun, exciting experience. Next up in 4DX is a movie called Dawn of the Planet of the Apesin theaters July 9. I think we can already imagine the funk of our furry neighboring species.

Transformers: Age of Extinction costs $27 and is playing now at LA Live Regal Cinemas 1000 W. Olympic Blvd., Los Angeles, CA